• Profitable Digital Transformation relies on customer experience

        • Speaking at Experience Avaya Manchester, Avaya has expressed a strong and continued commitment to UK and Irish customers, communicating a focus on simplifying technology, investment in employees and a commitment to an ecosystem that complements Avaya solutions that deliver success.  

          Research, unveiled at the event and in conjunction with IDC, highlighted the need for organisations to focus their business communications transformation efforts on employee productivity and efficiency, to drive better customer experiences.

          The report found that a digital transformation strategy that focuses support on employees provides a solid foundation for organisations to turn their attention to CX. Employee productivity is often a prerequisite for CX and it follows that a happy, informed employee equals a better customer experience. If a business can attract more customers, keep them and offer them a better service, this in turn establishes a more loyal base from which organisations earn a lifetime of value.

          Younger consumers (ages 18 to 34) have a lower tolerance for time to resolution when contacting an organisation, the study found. As a result, they require faster access to a specialist, rather than a general customer service representative. Digital transformation initiatives that prioritise employee and customer experience, can enable a new breed of contact centre agent who has visibility across multiple different business processes, is highly connected and can support customers across both their human and digital interactions.

          Natalie Keightley, Solutions Marketing Director, Avaya said, “empowering employees to communicate better with one another, contact centre agents can become far more effective in their role. For example, an incredibly complex return order may just be frustrating to try and complete through self-service alone. Human interactions need to be involved at some point, and customers could be better supported by agents working in the contact centre, the back office or even in the warehouse itself. It doesn’t matter which, just that the right agents can quickly and easily interact with the customer at the right time.” 

          Although many organisations focus on transforming the front office functions when it comes to CX, in many cases CX is only as good as the back office and the internal processes and functions supporting it. But many organisations are still struggling to get these basic back office processes right; 42 per cent of consumer issues or transactions are still not resolved on first contact.

          Also, while ‘timely delivery’ is considered the third most important factor in the buying process for consumers, less than a third of organisations (28%) think they’re doing a good job of integrating back office functions with the front office. Purchases may be made at the click of a button, but this does not create an overall positive CX if the delivery takes days or weeks to process.

          Organisations need to transform not only how they interact with customers, but also how they reorganise internally. Ninety-one percent of organisations believe embedding communications into processes and apps is important or extremely important, and 83 per cent believe it will help boost employee productivity and collaboration. Clearly, connecting internal and external processes can help eliminate service silos that seem to exist everywhere in an organisation.

          Natalie added, “what is evident from this research is that a positive CX is really dependent on first having a positive employee experience. And the key to addressing that revolves around embedding communications into the organisation, and having it provide a solid core for organisations to extend CX across their business processes.

          “The issue we’re seeing is that digital transformation projects are mostly seen as just IT transformation projects. Yet when it comes to the digital transformation of business communications, IT and the lines-of-business need to share the ownership of the initiatives to ensure that the value of the transformation is full realized from employee experience all the way out to the customer experience.”

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